Britain’s advertising regulator has unveiled a set of new standards for gambling ads, on the back of a broad government consultation on the health risks associated with the sprawling industry.

The new standards will restrict adverts that create what the Committees of Advertising Practice (CAP) deem to convey an “inappropriate sense of urgency” – such as those that include phrases like Bet Now! to push offers during live events.

“Despite instructions from the Gambling Commission to ‘root out the sexism’, promo girls were paraded round exhibition booths by an industry entirely detached from societal norms. This isn’t a sector used to being told what to do.”